Sekilas mengenai advertising agency
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Sekilas mengenai advertising agency
- 1. Sekilas Mengenai Advertising Agency Pengantar Periklanan dan Komunikasi Pemasaran Adv.&Marcomm, Fikom, UMB Judhie Se?awan, M.Si
- 2. Profesi….. • Copywriter Penulis Naskah Iklan • Art Director Pengarah Seni Iklan • Media Planner • Account Executive Perencana Pemasangan Iklan di Media Pembina Usaha • Media Buyer, Account Manager, Creative Director, Account Planner, dll di industri komunikasi dan pemasaran 2
- 3. structure & organization what agencies do? and how they’re organized to do it.
- 4. 7 primary services: complete a marke?ng analysis develop an adver?sing plan prepare a crea?ve strategy create adver?sing execu?ons develop and implement a media plan handle billing and payments integrate other marke?ng communica?ons
- 5. 4 functions of full-service agencies ■ account management ■ creative ■ media planning and placement ■ research
- 6. agency organiza,on chart Board of Directors [Chairman/CEO] President [COO] Strategy Review Board [Managment Committee] Other Marketing Communications Services [PR, etc.] Office Management [Personnel, Accounting, Legal, etc.] Account Mgmt. Director Creative Exec CD Research Director Media Dept. Director Management Supervisor Associate Creative Director Project Managers Associate Media Director Creative Group: Research Assistants Media Supervisor Account Executive Asst. Account Executive Copy Spvr. & Copywriters Broadcast Production Traffic Art Supervisor & Art Directors Print Production Media Planner Media Buyer Administration
- 7. account management • liaison between agency and client • responsible for understanding... • the client’s business the client’s marketing needs strategy development representing client point of view within the agency
- 8. account management Account Mgmt. Director Management. Supervisor Account Supervisor Account Executive Asst. Account Executive Account Coordinator Traffic • Account Management Director • Management Supervisor • Account Supervisors • Account Executives • Assistant Account Executives • Account Coordinators • Traffic
- 9. crea,ve department Responsibility ● the creative department is responsible for creating and producing the print and broadcast advertising ■ strategy is key ● good creative work is always guided by a creative strategy that sets forth goals to be accomplished and key message points to be relayed
- 10. crea,ve department Strategy Review Board Executive Creative Director (ECD) Creative Director (CD) Associate Creative Director (ACD) Creative Group: Copy Spvr. & Copywriters Art Supervisor & Art Directors Broadcast Production Traffic Print Production • Executive & Group Creative Directors • Creative Director • Associate Creative Director • Copywriters • Art Directors • Broadcast producers • Print production managers • Traffic coordinators
- 11. media department The media department has two main functions - planning and buying. ■ The planning group handles more strategic marketing and media issues. ■ The buying group handles media negotiations and implementation.
- 12. media department Media director Media Director Associate Media Director Media Supervisors Associate Media Director Media Supervisor Media Planner Media Buyer Administration Media Planners Media Buyers Media Administration Media Plan
- 13. research department interpret market environment gather and analyze research data. primary and secondary techniques determine consumer needs/percep?ons understand problems advise how ads can meet strategic goals help find solu?ons Research Report
- 14. research department Research Director Project Managers Research Assistants Outside Research Suppliers research director research project managers research assistants outside research specialists Research Report
- 15. 3 ways agencies make money commissions usually 15% of gross costs fees usually based on negotiated hourly rate incentives still relatively new and problematic usually based on performance goals
- 16. new business “The critical objective and role of any ad agency is gaining new business.” three primary sources build existing client’s business add and sell new IMC services solicit new accounts two ongoing problems “spec” work teams “walking” with accounts
- 17. THANK YOU